Limited-edition packaging and brand type effects on consumer outcomes

초록

PurposeThis study aims to examine the role of limited-edition packaging (LEP) in shaping consumer-brand relationships in food marketing, focusing on limited-stock scarcity (LSS) and limited-time scarcity (LTS) cues. It explores their effects on emotions, social class congruence (SCC), brand value, loyalty and willingness to pay a premium (WPP), with differences across local and international brands.Design/methodology/approachTwo between-subjects experiments with food consumers (n = 237; 228) tested the direct, mediating and moderating effects of LEP cues using covariance-based structural equation modeling and ANOVA analyses.Findings LSS cues evoke stronger emotional attachment, whereas LTS cues enhance SCC. Both scarcity appeals elevate perceived brand value, fostering loyalty and WPP. The effects are more pronounced for international food brands, where LSS packaging strengthens emotional bonds and perceived value. Serial mediation through emotional attachment and perceived value was supported, except for the SCC-loyalty path.Originality/valueThis study advances understanding of how packaging scarcity cues shape consumer emotions and social perceptions. By integrating emotional attachment and SCC into a unified model, it offers practical insights for leveraging LEP to enhance brand performance across local and international food markets. Efectos del envase de edici & oacute;n limitada y del tipo de marca en los resultados del consumidorObjetivoEste estudio examina el papel del envase de edici & oacute;n limitada (EEL) en la configuraci & oacute;n de las relaciones consumidor-marca en el marketing alimentario, centr & aacute;ndose en las se & ntilde;ales de escasez por stock limitado (LSS) y de escasez por tiempo limitado (LTS). Analiza sus efectos sobre las emociones, la congruencia de clase social (CCS), el valor de marca, la lealtad y la disposici & oacute;n a pagar un precio premium (DPP), as & iacute; como las diferencias entre marcas locales e internacionales.M & eacute;todosDos experimentos entre sujetos con consumidores de alimentos (n = 237; 228) analizaron los efectos directos, mediadores y moderadores de las se & ntilde;ales de EEL mediante modelos de ecuaciones estructurales basados en covarianzas y an & aacute;lisis ANOVA.ResultadosLas se & ntilde;ales de LSS generan un mayor apego emocional, mientras que las se & ntilde;ales de LTS incrementan la CCS. Ambos tipos de apelaciones a la escasez elevan el valor de marca percibido, fomentando la lealtad y la DPP. Estos efectos son m & aacute;s pronunciados en las marcas internacionales de alimentaci & oacute;n, donde el envase con LSS refuerza los v & iacute;nculos emocionales y el valor percibido. Se confirm & oacute; una mediaci & oacute;n en serie a trav & eacute;s del apego emocional y el valor percibido, excepto en la relaci & oacute;n CCS-lealtad.Originalidad/valorEste estudio ampl & iacute;a la comprensi & oacute;n de c & oacute;mo las se & ntilde;ales de escasez en el envase influyen en las emociones y las percepciones sociales de los consumidores. Al integrar el apego emocional y la CCS en un modelo unificado, ofrece implicaciones pr & aacute;cticas para aprovechar el EEL y mejorar el desempe & ntilde;o de marca en mercados alimentarios locales e internacionales. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(LEP)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)-(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(LSS)(sic)(sic)(sic)(sic)(sic)(LTS)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic) (SCC),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(WPP)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(n = 237; 228), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)ANOVA), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic) LSS (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic) LTS (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic) LSS (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

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